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There are a lot of things to keep in mind, and it’s easy for some points to be remembered more than others. The key in all of this is to maximize conversions. So, in the spirit of solving marketing problems and maximizing conversions, it’s helpful to maintain a checklist of marketing techniques – a kind of master document to quickly reference for accountability. With that in mind, here’s the essential landing page checklist for inbound marketing.... 
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Technology isn't simply something that helps Young People get something done, i.e. make a purchase quickly and efficiently. Technology and interactive media play a role in identity formation and lifestyle. Online shopping doesn't do this for people. It's merely a convenience. Yet a growing body of research indicates stores that fail to play an influential role within digital channels where young people pre-shop, socialize, and participate in virtual communities first, won't get the sale in the end. Young People want to do more than consume; they want to co-create, participating in the emerging sharing economy. With the rise of the makers and locavore movements, and even seemingly niche trends like the resurgence of home-based and craft brewing, it's time retail environments built on active consumption....
Jeff Domansky's insight:
A recent study published in the Journal of Consumer Marketing concluded that Millennials are "less likely to purchase online compared to their older counterparts." Do you see a major shift from passive to active retail?
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We are all early adopters now,” James McQuivey said to a rapt audience at the recent Forrester Research 2015 Forum for Marketing Leaders. “Welcome to the era of hyperadoption.” McQuivey, a Forrester VP and principal analyst, defined hyperadoption as rapid and simultaneous uptake of new behaviors. He asserted that in just a few years we'll all be quick to do things that in the past we might have taken longer to try—if we would've even tried them at all—because we thought they were weird or were concerned about trying them. “But isn't adoption hard?” he asked rhetorically. Consider, he said, how long it took electricity to be adopted. “Yes, people resist a new order of things,” McQuivey said, “even if it's awesome.” But that time lag is shortening. In 1999 Forrester asked consumers, “When will you go online?” Thirty percent of those who said never did so a year later....
Jeff Domansky's insight:
Forresters James McQuivey examines the benefits and challenges of consumers neverending lust for new.
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I became aware of PEMCO Insurance a few years ago when I met Rod Brooks, Vice President and Chief Marketing Officer, and heard about their affinity and dedication to the people of the Northwest regionalist of the United States. They are a regional provider, and very, very proud of it. They get to know their customers and communicate with them in the ways that create major engagement. This is especially prevalent in the Northwest Profiles campaign, which includes hilariously accurate television ads, trading cards, and identities like “Sandals and Socks Guy.”...
Jeff Domansky's insight:
Valuable lessons from Pemco about REALLY knowing your customers.
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So what's changed? Google partnered with Millward Brown Digital to find out. Approximately 3,000 B2B researchers were surveyed about their research and purchase habits as well as their use of digital (specifically, search, mobile, and video). In addition, Google analyzed 13 months of clickstream data from Millward Brown Digital's desktop panel. The study, which was fielded in 2014, mirrors research from 2012, enabling us to see the shifts over the past couple of years. The results debunk a number of widely held beliefs and have major implications for B2B marketing strategies. MYTH #1: MILLENNIALS AREN'T MAKING B2B BUSINESS DECISIONS REALITY #1: NEARLY HALF OF ALL B2B RESEARCHERS ARE MILLENNIALS...
Jeff Domansky's insight:
Findings from Google and Millward Brown Digital debunk many widely held beliefs about the B2B buying process. How will this affect your marketing strategy?
Gonzalo Moreno's curator insight,
March 19, 2015 6:54 AM
Hey, people: B2B is NOT boring, anymore...!
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We asked innovators behind some of the companies on this year's Most Innovative Companies in Advertising/Marketing list, representing key constituencies in the ad landscape—creative agencies, brands, marketing technology startups, and media platforms—for five predictions for the next five years. While some of their answers spoke to now-familiar trends—the continued growth of mobile and its attendant impact on brand messaging, the continued rise of video and virtual reality, the need for brands to work on a timeline that matches culture, not ad campaigns—their predictions touched on a much wider range of topics, from the shrinking of the product development cycle to data and the place of technology in the marketing continuum (and even a prediction that the banner will work!). That range of topics, in itself, speaks to one, overall, very safe prediction, summed up by Percolate's Noah Brier: "The complexity of modern marketing is only going to keep increasing." See more forecasts below....
Jeff Domansky's insight:
The future of marketing according to brand and agency leaders at GE, Vice, Percolate, Taco Bell, adam&eveDDB, and 72andSunny.
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In a global world, brands need to speak a lot of different customers’ languages. And, as mobile, social and software increasingly break down traditional communications borders to transform how brands communicate with consumers, marketing leaders are facing new strategic challenges as they look to develop global marketing fluency....
Jeff Domansky's insight:
In a global world, brands need to speak a lot of different customer languages. Here's what marketing leaders need to know.
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What are your digital marketing goals for the months ahead? If you’re looking to increase your content’s social shares (as so many of us are), we’ve got some amazing new research to share on how to create an ideal outreach strategy for your industry. BuzzStream and Fractl have collaborated to give you a jumpstart on optimizing your outreach for social traction. We analyzed 220 high- and low-engagement websites from 11 major verticals that produce content. The result? A roadmap for planning for social success with your outreach strategy....
Jeff Domansky's insight:
Kevan Lee shares the latest research into the most successful outreach strategy for more social shares in 11 different industries. If you need a blueprint for your social marketing plan this is essential reading. 9.5/10
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For those of you just joining us (and perhaps still devising your New Year’s resolutions), welcome. I encourage you to check out my post kicking off this series. The posts are focused on conversations that The Economist Intelligence Unit has had with six marketing visionaries, folks like Seth Godin and Aditya Joshi, who discuss the next era of marketing.
Jeff Domansky's insight:
Excellent post by Sanjay Dholakia on the Marketo blog. He interviews John Hagel of Deloitte who offers some inspiring and fascinating opinions about marketing success in the future. I really like the new ROI – "return on information." Highly recommended reading. 9.5/10
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Shoppers today are overwhelmed with choice. Wherever they go they are overloaded with information, forced to choose between competing offers at almost every hour of the day. But if vendors are offering all this extra choice to increase buyer satisfaction, they might well be making a mistake. Neuroscientists believe that increasing the comparisons available may actually reduce happiness, for the simple reason that people tend to regret the decision they made because of the additional options they couldn’t pick....
Jeff Domansky's insight:
Electrolux VP Yasushi Kusume explains what’s really going on in our heads when we decide to choose one brand over another, and how to make sure that customers choose yours.
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Shoppers have always had different personalities. They are motivated to buy for all kinds of reasons, and their shopping strategies can be radically different.
Jeff Domansky's insight:
Eight shopper personas to help you market more effectively online. Good reading for marketers 8/10
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Marketers always want to know how customers want to engage with brands. To better understand the shifting consumer-brand relationship, IBM conducted the 2014 IBM Consumer Products Study, which revealed some stunning revelations. “We found that brand loyalty is no longer a relevant measure,” the study says...
Jeff Domansky's insight:
Is brand loyalty still a relevant measure? IBM study is a huge surprise for marketers.
Noah Rothstein's curator insight,
December 10, 2014 12:48 PM
Brand loyalty is starting to fade, and brand enthusiasm is starting to enter into the consumer picture. Enthusiasm is starting to become a bigger driver to brand engagement than loyalty is.
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When we set out to design, build and deliver a great customer experience or anything else for that matter, we can tend to make assumptions about who it is for, what they like, what they prefer and what they enjoy. However, in the face of ever changing consumer behavior, can we be sure that our assumptions are correct? Here’s a few examples of assumptions that we many of us may make and some new, alternative and conflicting data that might make us pause for thought....
Jeff Domansky's insight:
This is a marketing must-read. 9/10
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Getting customers to develop affinity with a company turns them into the “fully engaged” customer. Gallup recommends companies shoot for this in the customer-centric economy. Our data reveal that a customer who is fully engaged represents an average 23% premium in terms of share of wallet, profitability, revenue, and relationship growth compared with the average customer. In stark contrast, an actively disengaged customer represents a 13% discount in those same measures....
Jeff Domansky's insight:
Are you wondering what consumers expect from brands when it comes to social media? A series of new reports answers this question. Recommended reading. 9/10
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Consumers love a great loyalty program. In fact, loyalty programs are more popular than ever. A recent study titled, The Loyalty Report 2015, showed that the overall influence of a loyalty program on customer behavior appears to be increasing. This is positive news for loyalty marketers, but it is not a cause for overconfidence. Many brands offer some form of rewards and incentives, and consumers also have more choice than ever before. Even despite their ubiquitous popularity, if a loyalty program does not stand out, or fails to differentiate itself from the competition, it will still fall behind. Tuesday’s Loyalty360 webinar presented by Bond Brand Loyalty called, “Resolving Five Tensions on the Evolution to Brand Loyalty,” centered on this topic and focused on some of the essential takeaways from the Loyalty Report 2015...
Jeff Domansky's insight:
Here's a valuable look inside the 2015 Loyalty Report.
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Creating a marketing plan without performing a proper digital marketing audit can cause you to invest in unnecessary initiatives and to overlook gaps in your current strategy. Many marketers forgo performing an in-depth audit because it can be an intimidating and time-consuming process.
Jeff Domansky's insight:
Brian Honigman shares a useful set of tips on how to do an audit to help you build a social marketing plan.
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With so many campaigns targeting every conceivable consumer demographic, it’s become increasingly difficult for businesses and marketers to ensure their message is heard. This is one reason why it’s important to give your initiatives more substance and tap into consumer psychology. Fortunately, there are many factors that influence the buying decision process, and as such, there are many points at which you can secure a conversion. Here’s how marketers and business owners can leverage a variety of approaches to influence buyer behavior....
Jeff Domansky's insight:
How does consumer psychology affect your business? In more ways than you think. Learn how to adjust your marketing message to resonate with your buyers.
CIM Academy's curator insight,
March 23, 2015 5:55 AM
Marketers are accustomed to utilising behavioural sciences to deliver effective marketing and this article applies some key principles of consumer psychology in order to improve digital marketing.
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Hung out with any box-fresh adults recently? Wow, they are different. No doubt about it, the way younger people look at the world is unrecognisable from the way most experienced marketers do. With under-25s, you are not the brand anymore – they are! Insights into under-25s are everywhere but there’s been one seismic shift in the way they want to engage with brands that is not reflected in the strategies and tactics of most marketing teams: with under-25s, you are not the brand anymore – they are. It’s a change that demands a fundamentally flipped marketing playbook and you need to learn to use the new rules to maintain a competitive edge....
Jeff Domansky's insight:
Next Generation Consumers no longer put brands on a pedestal or seek to conform to the aspirational lifestyles brands promote. It's all about "brand me."
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There’s more to a perfect pricing strategy than economics alone. Alongside input costs, demand, and industry competition, there’s another factor determining the success of your pricing: psychology. Psychology and marketing go hand in hand. Today, I’m taking a quick look at four psychological principles behind successful pricing strategies. By combining these psychological quirks with a bit of customer insight, adjusting your pricing strategy by as little as a few cents could massively improve your sales....
Jeff Domansky's insight:
Four key psychological factors that can impact your B2B pricing.
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This week, I want to share a recent conversation with Marc Mathieu, SVP of Marketing at Unilever. He explains that while marketing used to be about creating a myth and selling, it’s now about finding a truth and sharing it. And to that I say amen. Technology, Marc explains (and as we all know), has changed the way people communicate, making it more open and real-time. Thus, the onus is on us to understand and embed it into our marketing strategies and approach. A few of other things that really resonated with me
Jeff Domansky's insight:
This quote brilliantly captures the goal of marketers today compared to the old days: "...marketing used to be about creating a myth and selling, it’s now about finding a truth and sharing it."
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With knowledge being the currency of the future, and unbiased information more accessible than ever before, it’s not surprising to see that brands are embracing simplicity and transparency as pillars of their product, messaging, and marketing strategies. A notable shift from pre-digital strategies, where information was often obfuscated and protected, changing consumer sentiment is driving this change – and products are getting better. Amazon Elements and Target Made to Matter are two great examples of this new approach. At their core, both focus on a fundamental understanding that consumers want to know what they are buying ... from the raw ingredients that go into the products and packaging to the overall environmental impact of the manufacturing and logistics processes. And because openness was embraced from the start, both deliver innovative ways for consumers to interact with that information – including full-featured online product specs as well as scannable product codes that deliver detailed package-level information. Beyond product content, both companies have also incorporated consumer feedback into the product development process, highlighting the importance of a more collaborative, inclusive brand experience....
Jeff Domansky's insight:
This is definitely a marketing trend to note. Recommended reading. 9/10
Momentum Factor's curator insight,
January 9, 2015 12:33 PM
In an information economy, companies are finding that brand simplicity and transparency are fast-becoming the standard, while the practice of obfuscating and hiding information rapidly diminishes. 
Liza Viana's curator insight,
January 11, 2015 9:57 PM
Consumers want to know what they're buying, so don't be afraid to tell them - straight up. Here's why it will help your bottom line...
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You may be surprised to learn that only 7 percent of word-of-mouth communication happens online. (WoM) is information passed between a non-commercial communicator and a receiver concerning a brand, product or service. Seven percent.This is a pretty shocking statistic, and I didn’t want tobelieve it. So I looked through the footnotes of Wharton Professor Jonah Berger’s book Contagious: Why Things Catch On, and looked into the study that this statistic comes from. It turns out that it was really well-constructed research. If this is true, how do PR practitioners navigate from their brave new digital world back to the grassroots? How do we compel our audience to talk about our products, services and people? How do we create buzz? This is what I want to explore in this post....
Jeff Domansky's insight:
Only 7 precent of word-of-mouth communications occurs online. How can you spark offline conversations about your brand? Follow these nine tips from Cision.
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Have you ever heard of Maslow’s hierarchy of needs? It’s a useful concept for sales and marketing to create better connections and relationships with prospects and clients. Abraham Maslow wrote a paper in 1943, “A Theory of Human Motivation” and subsequent book, Motivation and Personality, where he summarized the 5 needs most people search for. The more basic needs are represented at the bottom of the pyramid.
Jeff Domansky's insight:
Mazlow would be pleased ;-)
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But before we dig deeper, here are two more facts for you:
Blogging is practically a given these days, regardless of your title or industry — and for good reason.
Jeff Domansky's insight:
Jerry Low suggests the tips that can take your blog to the next level. Great reminders.
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Last year, I shared Brand Keys' Robert Passikoff's 14 Brand Trends for 2014. This year, Robert again put together his proposed trends for the upcoming year. He again shared his thoughts on the numerology, as well, this time, obviously focusing on 15: In numerology 15 is the combination of the number 1 (representing leadership and forward movement) and the number 5 (numeric for business and finance), thus 15 becomes the fusion of leadership and forward momentum for brands and marketers. Let's see what Robert predicts for the new year.
Jeff Domansky's insight:
Another year almost gone, and Robert Passikoff shares trends and predictions for 2015!
Desiree Mitcham's curator insight,
December 9, 2014 12:23 AM
I found this article to be interesting! I feel like these brand trends for 2015 are pretty common to what we see in brand marketing now. |
Building an effective landing page requires understanding quite a few components (and can take quite a bit of testing). This checklist will help you get it right.